EP340 - Broken Pixels, Calm Leaders, and the PPC Comeback ft Amanda Farley

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Hello and welcome to PPC Live,
the podcast.

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I'm your host Anu, the founder
of PPC Live.

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And if you're used to hearing
from PPC experts about how to

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ensure that we're keeping up
with the ever changing

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landscape, don't worry, you're
still in the right place.

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And every week I speak to a
different PPC expert about their

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biggest FRP or just a big
mistake that they've learned

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from and how they turn things
around, how it did not stop

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their career in any way.
We share the positives and the

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negatives and just literally
really the big lessons to ensure

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that you do not make the
mistakes as well.

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Today I have the delight of
speaking with Amanda Farley of

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AIM Claire.
She's the CMO there.

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And even though she's the CMO,
paid search, Google ads is her

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first love.
So she knows about the issues

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that we PPC marketers definitely
face.

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Even though she mostly, like,
you know, leads the marketing

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team now, has LED them
successfully through winning

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several awards, as you'll, as
you'll hear about.

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And she speaks about an issue
that really affected her whole

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department and just how with,
you know, a steady head and a

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calm mind, she was able to steer
her team into the right

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direction.
So yeah, let's go speak to

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Amanda.
Amanda, welcome to PPC LIVE, the

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podcast.
Hi, thanks for having me super

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excited.
Good way to kick off the new

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year, right?
Yeah, exactly.

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Like I felt so lucky and
privileged and and sometimes as

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most of the most successful
things in our lives, every once

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in a while they're just winging
things.

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Like at the beginning of this
year, 2 weeks ago, even one week

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ago, I didn't know.
I know I'd be interviewing you,

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you know, and I just, I just
like, I just love that industry.

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It's just so full of like great
names.

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And we, we had meet, have
meetings and different things.

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We had a we're having a chat of
the for the programming call for

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that's going to be happening.
And then yeah, when I saw your

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thumbnail going and I was like,
we need to have we need to have

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Amanda the vodkas.
That's how that's how we.

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Can yeah, that was that's so
fun.

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That's yeah, I love get to hang
out with all of you guys.

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It's amazing.
And I saw the article that came

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out this morning and I was like,
oh, I was like speaking to my

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heart today, talking about the
integrated stuff, which was a

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lot of what we talked about on
the call.

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So that was cool.
Yes, exactly.

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We're also trying to talk think
about the integrated way of

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doing things and yeah, before I
go too much further and people

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are like Anu introduce us.
So Amanda Farley is a multi

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award-winning marketing leader
and CMO at aim Claire, a Midwest

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based agency renowned for its US
search awards wins.

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She specialises in integrated
marketing, but I love the she

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was saying like just before we
press record that she's AT

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shaped marketer.
So that means she loves the

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integrated approach, has
experience with like social

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programmatic PR, but her deep
down is Google ads PPC, which is

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why she's a perfect fit for our
podcast today.

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She's got a proven track record
of driving results for B2B and

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BTC brands, scaling businesses,
e-commerce ventures, nonprofits

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and multi location providers
under her leadership.

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And Claire has earned numerous
global and US awards, including

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integrated campaign of the year,
best PPC campaign, best use of

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data and etcetera.
And she's a sought after

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speaker, you know, across
national, national and

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international conferences like
SMX London.

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I love that we met in person for
that one, as well as SMX advance

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in the in the US as well as
Popcorn Engage marketing

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conference, etcetera.
And outside of work, Amanda

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enjoys time with her children,
painting, sailing, yoga, and

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supporting Detroit K12 schools
and local nonprofits.

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In terms of like, interesting,
fun facts, you know, this is one

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of my favourite parts of the of
the conversation.

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Yeah, Amanda was saying about
how for like 5 years, and with

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imposter syndrome looming, from
the sounds of it, you owned a

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gallery, not realising that
you're an artist yourself.

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A gallery and a tattoo parlour.
So tell us a little bit about

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that.
How, how, how was it that you

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were surrounded by such amazing
talent but didn't realise that

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it was all within you as well?
Yeah, it was like, it was such a

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good lesson on limiting beliefs,
right?

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Like, I only wasn't an artist
because I thought I wasn't like,

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and like many artists, you know,
when you're going through tough

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times, like it's, it's an
outlet.

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And it was just like a really
good way for me to be able to,

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to connect and move through it.
And it's something to do with

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like, it's a lot now too.
But I've done like probably 400

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paintings since then.
But I, I did, I had that

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definitely that chuckle of like,
I have surrounded my entire

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life, like with creatives, like
home work, like friends

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everywhere.
And I'm like, I only was an

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artist because I thought I
wasn't.

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So yeah, that's my, that's my
fun fact.

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Yeah, I know.
That's amazing.

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And you know, I look, you're now
CMO of AIM Claire, doing amazing

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work.
And we never know.

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Sometimes our biggest, our
biggest struggles is our brain.

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I remember, like, I think from
my brother, I heard this quote,

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but it's like a Muhammad Ali
quote that says that the fight

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is lost or won even before he
enters the ring.

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It's like it's in his head.
It's his mind.

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Like, how much you either
believe or you don't believe.

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And of course, a lot of
preparation, but a lot of how

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much you believe or don't
believe can be the thing that

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makes or breaks you when you're
in the thing that you're about

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to do.
So yeah, well, let's do this.

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It's been you.
You.

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You are, I feel like you're such
one of these people as well as

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you mentioned that, you know,
you love tackling issues.

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So I can't think of someone
better to share how you tackled

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a previous mistake because this
is what this podcast is all

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about sharing our mistakes, but
not just stopping at what the

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mistake was, but how it turned.
You know, how how you turned it

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around, you know, like you're
the CMO of aim Clay.

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Obviously it didn't stop your
career in any way.

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You made it through.
And it's really important that

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everybody hears these kind of
stories because, you know, it

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can it can make us some of the
mistakes of our junior years can

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make us maybe make us feel like,
OK, that's it.

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We're we're one and done.
But it really doesn't have to be

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like that.
So yeah, I'll hand it over to

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you now.
Amanda, please share with us

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whatever whatever would you like
to share with us today.

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Yeah, so I would use the word
lessons, right, like lessons

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alert because I I personally
like to approach the world in

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general that everyone kind of
comes in with like the best

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intentions.
They're doing the best they can

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with, you know, the information
they have at the time.

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And it's really like sometimes
we just get in our own like

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silos or whatever and it's like
we don't maybe have like the

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full picture or whatever it is.
So like, so anyways, I always

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just like assume best intent for
for everyone because I just feel

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like that helps me get to
solving problems faster to like,

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it's like, OK, like no malicious
intent.

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Like what's the goal?
Where are we going?

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What's broken?
What, you know, what happened?

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And I think in PPC, like there's
so much of it that is outside of

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our control where it's like
system side issues, right?

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It's like things, it's like, OK,
this, this just all of a sudden

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got disapproved or they like
shut the ad account off or just

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all of the 3:00 AM we start
getting a bunch of spam bots in

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for whatever reason that, you
know, And then now we have to go

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through and like we've got a,
you know, client, we've got to

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communicate.
We've got to like go through

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support, try to get credit back,
like all those things that

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happened.
So a lot of times it's like when

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those things happen, it's like,
OK, what in our system that was

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it that missed it or in our
process, like how could we have

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caught this sooner or sooner
ahead of time?

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What backup things do we need to
put in place?

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And because it's changing so
fast, it's like all the time.

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And I think one of the most just
top of mind.

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And again, I can't even say a
mistake because I think all the

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intentions were there.
And but, you know, you come

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together on a new campaign
initiative with a new brand and

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we were working on go to market
and this was global work.

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And you know, you have that
conversation as the agency and

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the brand of like, who's going
to do what, right?

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So like, we'll handle this.
You guys do that.

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Like so you know, and we, we
think we've got it figured out.

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Well, you don't Fast forward.
There's always the plan and then

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what actually happens?
And I think that exists in every

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facet of this industry I've ever
experienced.

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Like, so it's like you kind of
almost have to plan for change

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anyways.
But in this example, it was

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like, oh, we've got silo
departments, which is not

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uncommon where, you know,
tracking is handled over here or

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martech stuff is over here,
websites over here, right?

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There's all these different,
like, pieces.

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And we're getting ready to
launch.

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We're supposed to be making like
new models and we're studying

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the data to be able to do that.
And, and all of a sudden, like

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every pixel just breaks on like
every channel.

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And our team is like, hello, red
flag.

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Yeah.
And it was like, oh, we're

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working on it, you know, from
the brand side.

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And like, we're like, OK, still
broken.

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Like day later.
Two days, three days goodbye.

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When was it supposed to go live?
When was the campaign supposed

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to live?
Oh, they were already running.

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Oh, everything that's running
everything.

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So like the PVC marketer and me
is like, I'm, you know, because

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I'm the one who's got to like,
even if like CMO, like when I

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come in on any brand work at
all, it's like, what's the

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return?
Right.

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And I'm just like, we're burning
money out of a window.

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Like as a collective group, not
like, because when I work with a

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brand, like I look at us as a
collective team, right?

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Like we all have the same goals.
So like, I'm just like, Oh my

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gosh.
And so, yeah, week goes by and

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I'm like, OK, I'm like, who is
they do they report to her?

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Do I need to call somebody?
We are 70s in this is every

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channel, every channel.
And so my poor ad OPS team, they

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were just like, like, I'm
driving blind.

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I have no idea.
Yeah, we haven't.

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We're not going through.
Yeah, it was.

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Just like my gosh.
And then come to find out it was

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like a third party vendor that
was handled by, you know, again,

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6 whatever silos over.
Yeah.

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So we ended up just saying we
can't, we can't wait.

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We can't wait.
We just got.

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So, so we were able to jump in
and work with their, their team

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and like actually help like fix
and install everything.

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And then like in that process,
we uncovered a bunch of other

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things.
So.

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OK.
And in PPC right now, you know,

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that's been the, and it's so
funny because it's like, it's

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not new, but like the weight it
carries in the results has just

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increased in weight of that like
data foundation and that

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architecture of like how you
know, everything is talking to

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each other and learning because
these machines need that clean

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data to be able to like operate
and be efficient.

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And it was way more honesty than
I thought it was going to be.

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So it was like it was wild.
So yeah, we had like global that

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was like not happy about
timeline being off, right,

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Because they're like we're
supposed to be working on this

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and we're like love y'all.
We can't worry about that right

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now because we're like dealing
with this huge thing over here,

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right?
So it's like now it's like, OK,

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we have to have these
conversation.

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I end up like flying to New York
for this one too.

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Like it was like, so like me
with the client because it was

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like, OK, because not, it wasn't
just about this piece over here.

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There were other elements that
we were working on as well that

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everything was held up because
of what was happening over here.

225
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And it was, it was wild even in
the unpacking because what they

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thought the project was going to
be versus what it actually ended

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up being.
We're just so vastly different.

228
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So I'm just pulling in resources
like, OK, I need this like

229
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you're the best at this.
Can you help me with this piece?

230
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Right.
We're just like, but we're just

231
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working together to to work it
through.

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And it always remind reminds me
of that like, and I always

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forget like the technical name
of the framework or whatever.

234
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But it's like the building
forming, storming, performing.

235
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It's like the like the steps of
like building a team.

236
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OK, OK.
But this was like this.

237
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Was the score this?
Was the score.

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It was just like, and so it was
just, it was wild, but we pulled

239
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it together.
I mean, we hit new product

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launch timelines.
Like there were times where like

241
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some of their terms like get on
flights and I'm, I'm making the

242
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call and I'm just like, OK, like
we need to just make the call

243
00:12:16,000 --> 00:12:17,320
and do this.
If we're going to hit time.

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She's like, OK, go, go, go, go.
So like it was those human

245
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conversations that really helped
too.

246
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Like I think that's like an
important piece.

247
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Like yes, it's technical work,
but we are still managing with

248
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humans, yes, and we hit timeline
and we freaking exceeded our

249
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goals by like a lot, like a lot,
a lot.

250
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So it was, I mean, in the end,
it's really the case study of

251
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like when you know, unexpectedly
things go wrong or whatever and

252
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and there's so many people
involved, right, Like it's so

253
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it's like it's hard to say,
like, you know, blame one person

254
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or say this was, you know,
someone person's mistake.

255
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It's like no, like is a
collective group we missed even

256
00:12:59,200 --> 00:13:02,160
in the like, where do we miss?
So now think about like, what do

257
00:13:02,160 --> 00:13:03,840
you do next?
Like, OK, what do we miss in the

258
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onboarding process?
What are those things that we

259
00:13:06,120 --> 00:13:09,760
need to put in place to make
sure that we get validation

260
00:13:09,760 --> 00:13:13,200
earlier on so that we can see
this coming a little further out

261
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and say, hey, you know, stopgap
just to help everyone.

262
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Because at the end of the day,
like, you know, with anything

263
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I've ever done in marketing,
honestly, it's like we come in

264
00:13:23,120 --> 00:13:26,000
to help achieve a goal.
Like I would never want to work

265
00:13:26,000 --> 00:13:27,200
and say, Oh yeah, we're gonna be
able to achieve it.

266
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And like not be able to do that.
Like we like it's in everyone's

267
00:13:30,480 --> 00:13:33,320
best interest to like achieve
the goal we set out to do so.

268
00:13:34,520 --> 00:13:40,240
But even on the PPC side of like
I helped write up new operating

269
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parameters like learning, like
learning periods, right?

270
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Like wait, just because like how
long should you wait before you

271
00:13:47,440 --> 00:13:50,320
analyse results?
What do we need to make sure you

272
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don't like all of these little
things that now with the way

273
00:13:52,960 --> 00:13:55,880
machine learning works and AI
and all those things like to

274
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make sure that like there's just
clarity in the expectations like

275
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that there's pieces of this like
that are we're going to operate

276
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to best practises.
We're going to do all these

277
00:14:06,960 --> 00:14:08,600
things right?
And we're going to like work

278
00:14:08,600 --> 00:14:10,720
together.
But at the end of the day, like

279
00:14:10,720 --> 00:14:15,960
I was talking to my senior ad
OPS team members this morning

280
00:14:16,320 --> 00:14:18,920
and she's like they implemented
new account settings.

281
00:14:18,920 --> 00:14:20,760
Like this was like, I don't
know, like within the last like

282
00:14:20,760 --> 00:14:23,160
7 days or but there was like new
things that were automatically

283
00:14:23,160 --> 00:14:27,000
opted in that.
And so and her and I go way

284
00:14:27,000 --> 00:14:28,960
back.
So like, and she actually so

285
00:14:29,040 --> 00:14:32,080
like work on the channel side.
So like she knows like some of

286
00:14:32,080 --> 00:14:33,960
this stuff, right?
So it's like we know to like

287
00:14:33,960 --> 00:14:35,800
double check like account
setting stuff all the time.

288
00:14:35,800 --> 00:14:38,760
But it's like, come to find out,
like, oh, this new one just

289
00:14:38,760 --> 00:14:41,360
rolled out and that's like on a
bunch of stuff and like, but so

290
00:14:41,360 --> 00:14:45,560
we have to always be like cross
checking and like validating and

291
00:14:45,560 --> 00:14:48,200
quality controls.
So yeah, even when people are

292
00:14:48,200 --> 00:14:51,640
asking like, you know, the human
side of it's like, it's also

293
00:14:51,640 --> 00:14:53,600
like US against the machines in
a lot of ways.

294
00:14:53,600 --> 00:14:56,040
Yeah, it can be.
It really can be.

295
00:14:56,400 --> 00:14:58,760
And I think that's why as PPC
marketers, we've always been so

296
00:14:58,760 --> 00:15:02,880
collaborative as a group.
You know, it's like, because

297
00:15:02,880 --> 00:15:06,560
there's like this, like Google
doesn't really tell us.

298
00:15:07,200 --> 00:15:09,280
No.
I mean, they kind of do, but

299
00:15:09,280 --> 00:15:12,480
it's pretty.
Kind of dude, the SEOSEO folks

300
00:15:12,480 --> 00:15:15,200
are always fighting because
we've got loads of like, fun SEO

301
00:15:15,520 --> 00:15:18,120
friends and they were like, I
know at least paid such folks.

302
00:15:18,120 --> 00:15:20,680
They do, you know, you guys, you
get told like, you know what

303
00:15:20,680 --> 00:15:23,280
gets disapproved?
You get given the guidelines for

304
00:15:23,320 --> 00:15:25,960
ad copies and policies.
We don't get any policies.

305
00:15:25,960 --> 00:15:28,560
They just go do it.
And then, you know, we don't see

306
00:15:28,560 --> 00:15:30,280
the traffic and we're like, we
wonder why.

307
00:15:30,280 --> 00:15:32,640
And it's just because a whole
whole bunch of things.

308
00:15:33,160 --> 00:15:37,240
And yeah, so yeah, I do.
I do agree with you that we've

309
00:15:37,240 --> 00:15:40,560
become a lot more collaborative,
but it's I think it's more

310
00:15:40,560 --> 00:15:42,840
recent.
It's not always been that way.

311
00:15:43,280 --> 00:15:46,240
I don't know.
I don't know where what how you

312
00:15:46,720 --> 00:15:48,440
you see it on that side of the
pond, but I think.

313
00:15:48,440 --> 00:15:51,200
It goes back to like I think
about like old school PBC chat,

314
00:15:51,200 --> 00:15:54,320
like I was, I was on PBC chat
like back when it was just, you

315
00:15:54,320 --> 00:15:57,040
know.
Twitter, yeah, yeah, Twitter and

316
00:15:57,040 --> 00:15:59,920
Julie between Julie's not doing.
That how many times?

317
00:15:59,920 --> 00:16:02,800
Yeah, right.
And then like conferences, like,

318
00:16:02,800 --> 00:16:04,720
yeah, I'm like, how did you
figure that out?

319
00:16:05,040 --> 00:16:06,920
Yes, following instructions
backward.

320
00:16:06,920 --> 00:16:08,920
And I'm like, that's real life
story, by the way.

321
00:16:11,400 --> 00:16:15,320
Talking that like going because
because I think our PVC folks,

322
00:16:15,320 --> 00:16:17,720
what they've been used to
hearing, it's like hearing a lot

323
00:16:17,720 --> 00:16:21,640
of like landing pick Google ads.
You know, technical issues that

324
00:16:21,640 --> 00:16:25,520
have gone wrong of like landing
pages not put up right or the

325
00:16:25,520 --> 00:16:28,640
wrong Max CPC being put in the
wrong bit strategy.

326
00:16:28,880 --> 00:16:31,720
What when Because I know you
don't, you know, you're not in

327
00:16:31,720 --> 00:16:34,720
the Google ads accounts on a
database, you know, at your your

328
00:16:34,720 --> 00:16:37,160
level.
But like what used to trip you

329
00:16:37,160 --> 00:16:39,520
are because that's a very
fairpoint is like BBC chat

330
00:16:39,720 --> 00:16:42,280
really helped us.
What used to trip you up a lot?

331
00:16:42,280 --> 00:16:45,360
When would you say one or two
something that you remember?

332
00:16:45,440 --> 00:16:47,560
Yeah.
So actually I do roll my sleeves

333
00:16:47,560 --> 00:16:50,120
up still because that's how fast
these channels change.

334
00:16:50,120 --> 00:16:53,400
So like there's new things like,
you know, there were onboarding

335
00:16:53,400 --> 00:16:56,520
and auditing and like, and
obviously I always bring in

336
00:16:56,520 --> 00:16:58,240
like, you know, my senior ad OPS
too.

337
00:16:58,240 --> 00:17:03,440
But like in this industry, as
long as I've ever been in it,

338
00:17:04,400 --> 00:17:06,480
any title or leadership is
actually never saved me from

339
00:17:06,480 --> 00:17:08,640
having to go into channel and
like do things like ever.

340
00:17:09,000 --> 00:17:11,480
OK.
You know, obviously I work with

341
00:17:11,480 --> 00:17:14,240
my team that's in the like
day-to-day management, like what

342
00:17:14,240 --> 00:17:16,440
are you guys seeing?
And you know, those critical

343
00:17:16,440 --> 00:17:18,400
thinking conversations and
strategic conversations.

344
00:17:18,400 --> 00:17:22,119
But like, you'd be surprised how
much I roll up my sleeves like I

345
00:17:22,119 --> 00:17:26,000
really do, which is wild, but I,
I just believe that's what it

346
00:17:26,000 --> 00:17:27,400
takes.
You know, it's kind of like that

347
00:17:28,840 --> 00:17:30,960
the Marlin servant leadership,
you know, philosophy is like,

348
00:17:30,960 --> 00:17:33,320
sometimes you just got to jump
in the trenches, like dig it out

349
00:17:33,320 --> 00:17:34,200
together.
We'll figure it out.

350
00:17:34,200 --> 00:17:36,560
But.
What what's What's one thing

351
00:17:36,560 --> 00:17:40,200
about Google Ads that annoys you
in terms of how to get things

352
00:17:40,200 --> 00:17:42,320
done?
What's one thing that is easy to

353
00:17:42,320 --> 00:17:46,040
get wrong?
I would say like I'm like like

354
00:17:46,040 --> 00:17:48,600
what I see the most an account.
So there's like I would, I would

355
00:17:48,600 --> 00:17:52,760
put this in two buckets.
So most common like we onboard,

356
00:17:53,280 --> 00:17:57,920
I always do an initial like
audit pass and what I see is

357
00:17:59,080 --> 00:18:02,640
basic settings, basic set, like
things like that are just like,

358
00:18:02,640 --> 00:18:04,680
why are we targeting the whole
world?

359
00:18:04,680 --> 00:18:08,000
Or you know, like just things
that just don't make sense, like

360
00:18:08,000 --> 00:18:10,960
don't make sense like in the
settings, in the very

361
00:18:10,960 --> 00:18:14,800
foundational setup.
And then second to that is how

362
00:18:14,800 --> 00:18:18,040
the data is actually integrated.
So like how what audiences are

363
00:18:18,040 --> 00:18:20,960
pulling in what, you know,
conversion, are we using

364
00:18:20,960 --> 00:18:24,920
enhanced conversions, right?
Are we OK if these first party

365
00:18:24,920 --> 00:18:26,520
audience, where did these come
from?

366
00:18:27,360 --> 00:18:30,560
Who owns that?
Like so many times I see where,

367
00:18:31,640 --> 00:18:34,760
you know, brand side and again,
all good intentions like, oh,

368
00:18:34,760 --> 00:18:37,320
that's the e-mail team that
handles this thing and they sent

369
00:18:37,320 --> 00:18:39,480
us this list to import or
whatever.

370
00:18:39,720 --> 00:18:41,320
But it's like, when was this
last updated?

371
00:18:41,960 --> 00:18:43,840
Yeah.
What is the learning feedback

372
00:18:43,840 --> 00:18:44,880
look like?
Yeah.

373
00:18:45,400 --> 00:18:47,480
And it's like, oh, your CDP
lives over here.

374
00:18:47,480 --> 00:18:50,400
And that's like, it's wild.
Like how much I find just in

375
00:18:50,400 --> 00:18:56,600
that area of it where just
better hygiene make a tonne of

376
00:18:56,600 --> 00:18:58,600
difference.
And and that's before you even

377
00:18:58,600 --> 00:19:01,560
get to like strategic, like, OK,
how do we actually want to like

378
00:19:01,560 --> 00:19:04,000
go after market?
And then there's like, you know,

379
00:19:04,000 --> 00:19:05,920
segmentation versus control,
which we could have whole

380
00:19:05,920 --> 00:19:09,760
conversations around that.
But like that hygiene layer I

381
00:19:09,760 --> 00:19:12,360
see is like, it's just such a
critical piece.

382
00:19:12,360 --> 00:19:19,640
Like if you do that part to best
standards, yeah, you're going to

383
00:19:19,640 --> 00:19:21,520
see much better results.
Like, and that's not even

384
00:19:21,520 --> 00:19:23,400
talking about the landing pages
of the website experience, which

385
00:19:23,400 --> 00:19:26,760
I know is a whole other piece,
which is how I became an

386
00:19:26,760 --> 00:19:28,440
integrated marketer to begin
with, right?

387
00:19:28,440 --> 00:19:33,120
Because I do think my psychology
background also like landed into

388
00:19:33,200 --> 00:19:35,640
by like his intent, right?
Like I love setting.

389
00:19:35,880 --> 00:19:38,840
Yes, absolutely.
And I actually came in as a

390
00:19:38,840 --> 00:19:41,760
writer on the SEO side, and then
I got into paid.

391
00:19:41,760 --> 00:19:45,200
So I kind of naturally did this
little arc and then I went down

392
00:19:45,200 --> 00:19:47,840
into paid.
But you start to see like, you

393
00:19:47,840 --> 00:19:49,200
know, we're driving on the
traffic, but nobody's

394
00:19:49,200 --> 00:19:50,480
converting.
And it's like, oh, well, the

395
00:19:50,480 --> 00:19:52,280
website's bad.
Then you're like, oh, these

396
00:19:52,280 --> 00:19:53,920
leads are junk.
OK, well, where are these going?

397
00:19:54,120 --> 00:19:57,000
Who answers the phone?
You know, it's just all those

398
00:19:57,000 --> 00:19:58,320
things.
And the next thing you know,

399
00:19:58,320 --> 00:20:04,120
you're like, in this end to end.
Yeah, that's, that's why PPC is

400
00:20:04,120 --> 00:20:05,880
my deep.
But I've had to go out because,

401
00:20:05,880 --> 00:20:09,160
like, we touch everything
somewhere in the mix, like,

402
00:20:09,920 --> 00:20:10,880
yeah.
So anyways.

403
00:20:11,560 --> 00:20:15,360
But in terms of like, OK, you
know, I'm very impressed that

404
00:20:15,360 --> 00:20:18,920
you've not even touched yet on
the whole how people now act

405
00:20:18,920 --> 00:20:23,200
into whole, you know, AI, every
AI update and all the AI kind of

406
00:20:23,200 --> 00:20:26,600
stuff.
How much of the whole AI

407
00:20:26,600 --> 00:20:32,200
conversation is a is a lot of
fluff And you know, people, are

408
00:20:32,200 --> 00:20:35,960
we really, are we focusing on
the right things or are we

409
00:20:35,960 --> 00:20:40,120
exaggerating how hard or easy
this thing is to get into?

410
00:20:40,680 --> 00:20:44,080
Yeah, so I think in some areas,
you know, I mean, something's

411
00:20:44,080 --> 00:20:46,960
harder to be honest, because you
have more like just the

412
00:20:46,960 --> 00:20:49,400
breakthrough, you'd like to
breakthrough the noise, right?

413
00:20:49,400 --> 00:20:53,440
Whenever that's happening, one
of the things that I've really

414
00:20:53,440 --> 00:20:57,280
seen winning right now from APBC
side is I look for intercept

415
00:20:57,480 --> 00:21:02,120
opportunities, OK?
So I look for how the consumer

416
00:21:02,120 --> 00:21:05,080
journey has changed.
What channels are they using,

417
00:21:05,080 --> 00:21:06,280
Right.
So they're ping pong.

418
00:21:06,800 --> 00:21:10,880
It's like a ping pong ball like
so it's like, OK, they go from

419
00:21:10,880 --> 00:21:14,000
social, they go to, you know,
maybe they use perplexity, then

420
00:21:14,000 --> 00:21:17,640
they use Google.
Like they still end up in that

421
00:21:17,640 --> 00:21:20,600
ecosystem.
So sometimes what you think

422
00:21:20,720 --> 00:21:23,920
would normally be your top
converting words or whatever

423
00:21:24,280 --> 00:21:26,400
aren't necessarily like that's
not necessarily true anymore

424
00:21:26,400 --> 00:21:29,080
because the entire customer
journey had changed how they're

425
00:21:29,080 --> 00:21:30,440
interacting between the
channels.

426
00:21:30,680 --> 00:21:33,800
So from a aid perspective, I
look for the lowest hanging

427
00:21:33,800 --> 00:21:36,880
fruit intercepts that like not
everyone's honestly looking for,

428
00:21:37,080 --> 00:21:39,720
which is great.
So like that's been really, so I

429
00:21:39,720 --> 00:21:42,920
would say it's like a PPC
marketer, like I would study how

430
00:21:42,920 --> 00:21:46,160
that actual like what part of
that process are they doing on

431
00:21:46,160 --> 00:21:49,080
what channel?
And then like, how do you just

432
00:21:49,080 --> 00:21:52,600
intercept along that journey?
So if it's like we're going to

433
00:21:52,600 --> 00:21:55,160
run, you know, maybe like
because I would say I get into

434
00:21:55,160 --> 00:21:58,160
like social page as well, but
it's like maybe the sort of

435
00:21:58,160 --> 00:22:01,960
social hits, right?
Or Bing or YouTube is something

436
00:22:01,960 --> 00:22:05,000
that continues to be a growing
piece of the mix.

437
00:22:05,000 --> 00:22:07,520
Like, and it's always been
there.

438
00:22:07,520 --> 00:22:11,360
But like when I think of like
how brands invest, like it was

439
00:22:11,360 --> 00:22:14,080
like it was like a side, it was
like more of a side

440
00:22:14,080 --> 00:22:17,040
conversation, right?
Running some YouTube, like it

441
00:22:17,040 --> 00:22:20,360
was like that, you know?
And now it's like it's coming to

442
00:22:20,360 --> 00:22:22,880
be like way more part of the
conversation and getting more

443
00:22:22,880 --> 00:22:24,800
investment dollars, which I
think is awesome.

444
00:22:26,040 --> 00:22:27,880
But that goes into like video
content too.

445
00:22:27,880 --> 00:22:31,880
Like, yes, I think, you know,
creative assets as much as, you

446
00:22:31,880 --> 00:22:33,520
know, they want to automate
certain stuff.

447
00:22:33,520 --> 00:22:36,440
It's like, yeah.
But like, have we had a human

448
00:22:36,440 --> 00:22:42,320
look at this?
Like, so for example, I, I

449
00:22:42,320 --> 00:22:45,560
actually told my dad I was going
to bring this up today because

450
00:22:45,560 --> 00:22:47,680
it made me laugh because I was
like, that's exactly it.

451
00:22:47,680 --> 00:22:49,280
That's exactly, yeah, that's
exactly it.

452
00:22:50,360 --> 00:22:54,280
So I was like pulling the sugar
out of the cupboard at my house

453
00:22:54,280 --> 00:22:56,920
and it's like rock solid.
And I'm like, like, isn't that

454
00:22:56,920 --> 00:22:59,360
like a trick to like.
And I was like, hey, Alexa, I

455
00:22:59,360 --> 00:23:01,400
was like, how do you?
And she was like, put a piece of

456
00:23:01,400 --> 00:23:04,840
bread in there.
And my dad goes, yeah, but has

457
00:23:04,840 --> 00:23:07,720
Alexa ever had tasted sugar
before?

458
00:23:08,520 --> 00:23:10,720
And I was like, you know what?
That's it.

459
00:23:11,200 --> 00:23:12,520
That's it right there in a
nutshell.

460
00:23:12,760 --> 00:23:16,440
Like she's got some good tips,
but has she ever actually tasted

461
00:23:16,440 --> 00:23:17,920
the difference or is that the
actual answer?

462
00:23:17,920 --> 00:23:20,400
I don't know, like even with
recipes, all those things,

463
00:23:20,400 --> 00:23:22,280
right.
And so obviously this is just

464
00:23:22,280 --> 00:23:24,440
like a real world life kitchen
example.

465
00:23:24,720 --> 00:23:28,600
But I think when we think about
ads and really which is a

466
00:23:28,600 --> 00:23:32,720
communication mechanism with our
customers and our audiences.

467
00:23:33,200 --> 00:23:38,120
So like has, has a human that
like have they looked at it and

468
00:23:38,120 --> 00:23:40,160
experienced it and like, how do
they feel about it?

469
00:23:40,160 --> 00:23:42,080
Like how does the union in that
process feel?

470
00:23:42,320 --> 00:23:45,360
Because if we're not considering
their perspective in it, it's

471
00:23:45,360 --> 00:23:48,240
going to be very challenging, I
think to make that like bridging

472
00:23:48,240 --> 00:23:51,320
connection.
And, and I don't know if you

473
00:23:51,320 --> 00:23:53,920
ever tried the the sugar trick,
but it did make me, it didn't

474
00:23:53,920 --> 00:23:56,240
make me that because I was like,
I was like, put bread in there.

475
00:23:56,240 --> 00:23:57,840
I was like, I don't know.
It's like, is that going to make

476
00:23:57,840 --> 00:23:58,880
it taste weird?
I don't know.

477
00:23:59,280 --> 00:24:02,520
Yeah, but yeah, I've.
Heard of that.

478
00:24:02,520 --> 00:24:05,680
I've heard of that trick of like
some people like on social media

479
00:24:05,680 --> 00:24:07,000
somewhere kind of thing.
Yeah.

480
00:24:07,240 --> 00:24:09,040
Yeah.
But it's like when we think

481
00:24:09,040 --> 00:24:12,080
about like how the app like
that's also why the data I think

482
00:24:12,080 --> 00:24:14,880
is so important on the hygiene,
yes, because so much a

483
00:24:14,880 --> 00:24:18,360
performance is like audience
signal intent based.

484
00:24:18,680 --> 00:24:22,400
And if you're reporting in data
that's, I don't know, six years

485
00:24:22,400 --> 00:24:24,960
old or whatever it is, like how
long it's been in there, like

486
00:24:25,960 --> 00:24:28,040
your, your ads aren't working.
Also, because you're probably

487
00:24:28,040 --> 00:24:29,800
not talking to the right people
because you don't have the right

488
00:24:29,800 --> 00:24:32,240
data signals in place to be able
to tell this.

489
00:24:32,240 --> 00:24:34,600
There's so much people you're
actually looking for, which goes

490
00:24:34,600 --> 00:24:36,720
back to the like, which humans
are we even telling them that

491
00:24:36,720 --> 00:24:39,360
like, this is what we want to,
you know, target or whatever.

492
00:24:39,800 --> 00:24:43,840
Yeah, no, absolutely.
And what do you feel like,

493
00:24:43,840 --> 00:24:48,120
what's your advice to people for
like 2026, you know, for what

494
00:24:48,120 --> 00:24:52,240
people should be testing,
testing out this year?

495
00:24:53,560 --> 00:25:01,240
So I think for 2026, I think
that I think this year really is

496
00:25:01,520 --> 00:25:03,520
there's, there's going to be a
little old school, there's now

497
00:25:03,520 --> 00:25:05,880
new school where it's like you
can't be afraid to get

498
00:25:05,880 --> 00:25:08,640
out-of-the-box and do something
different and try something out

499
00:25:08,640 --> 00:25:11,160
and see what works.
There's no rule book for where

500
00:25:11,160 --> 00:25:15,120
we're at right now.
Like, and it just reminds me a

501
00:25:15,120 --> 00:25:19,960
lot of the early days of like
there was, there was no, there

502
00:25:19,960 --> 00:25:21,720
was no training on this stuff,
right?

503
00:25:21,720 --> 00:25:24,360
Like it really was not.
There was like not really been

504
00:25:24,360 --> 00:25:26,720
any books written like it was
like us figuring it out

505
00:25:26,720 --> 00:25:29,000
together.
So it's like, don't be afraid to

506
00:25:29,000 --> 00:25:30,640
test.
Don't be afraid to also like

507
00:25:30,920 --> 00:25:33,480
phone a friend.
Like, hey, I'm running into

508
00:25:33,480 --> 00:25:35,640
these things I'm thinking about
like, what are your thoughts?

509
00:25:36,000 --> 00:25:39,000
And you would be surprised like
how much just like asking and

510
00:25:39,000 --> 00:25:41,600
leaning into your community can
make such a big difference.

511
00:25:42,760 --> 00:25:45,280
And then also sharing like I
also have that like philosophy

512
00:25:45,280 --> 00:25:48,480
of like give more than you get
and it kind of all comes to you,

513
00:25:48,480 --> 00:25:52,040
right, Like I always do that
like for me, just like human

514
00:25:52,040 --> 00:25:56,000
helping lift up kind of thing.
And it always does.

515
00:25:56,080 --> 00:26:01,880
And like there's more.
That's why I feel like it's been

516
00:26:01,880 --> 00:26:03,360
more collaborative.
And maybe that's just because of

517
00:26:03,360 --> 00:26:06,800
like the all the friends I've
made, like the the friends I've

518
00:26:06,800 --> 00:26:12,000
made over the of right.
But man, like I would say, you

519
00:26:12,000 --> 00:26:15,120
know, if you're looking at in
channel, obviously like everyone

520
00:26:15,120 --> 00:26:18,200
talking about AI Max and like
all that stuff, yeah, like so

521
00:26:18,240 --> 00:26:21,880
I'm talking to my team.
I'm like that, you know?

522
00:26:22,200 --> 00:26:26,280
Why not just that good?
Quality that we've seen yet

523
00:26:26,280 --> 00:26:27,160
today.
OK.

524
00:26:27,440 --> 00:26:30,080
So you have tested some of it,
so it's not necessary, but you

525
00:26:30,080 --> 00:26:32,600
know, yeah, you've tested some
of it and you're like, OK, no,

526
00:26:32,600 --> 00:26:34,600
not yet.
Not yet and like, and there's

527
00:26:34,600 --> 00:26:38,160
some places where it's saved
like you know, you've it's and

528
00:26:38,360 --> 00:26:41,960
it depends if your internal or
agents on the agency side.

529
00:26:41,960 --> 00:26:45,800
Sometimes you have brands where
you have more room to play, play

530
00:26:45,800 --> 00:26:47,320
and try stuff out.
I think that's like super

531
00:26:47,320 --> 00:26:50,680
important like and especially
where you're like, hey, I can

532
00:26:50,680 --> 00:26:53,680
carve a percent for because I
always try to get brands to put

533
00:26:53,680 --> 00:26:56,480
at least a percent of budget
towards like just test like

534
00:26:56,760 --> 00:27:01,000
separate tests anyways.
And then we kind of bake that

535
00:27:01,000 --> 00:27:04,560
into like the overall like data
modelling usually that we do.

536
00:27:04,560 --> 00:27:09,720
But internally it's like, what
do we have to lose?

537
00:27:09,840 --> 00:27:13,680
Like if we like, is it really
going to impact things?

538
00:27:13,680 --> 00:27:16,960
Is it going to be so bad that
like it's going to like, there's

539
00:27:16,960 --> 00:27:20,120
ways you can test this stuff
where it's like, yeah, if we if

540
00:27:20,120 --> 00:27:23,600
we learn something and it says,
OK, this didn't work or we need

541
00:27:23,600 --> 00:27:28,080
to think about this differently,
OK, then we've got that And like

542
00:27:28,080 --> 00:27:30,400
it's back to the drawing board.
But like, So what now we know

543
00:27:30,400 --> 00:27:32,720
and we're going to make smarter
choices like as we move forward.

544
00:27:34,000 --> 00:27:37,840
But yeah, that would be my 2026.
Like, lean in, lean into your

545
00:27:37,840 --> 00:27:40,000
teams communities and like,
don't be afraid to test.

546
00:27:40,000 --> 00:27:41,960
And some stuff's just not going
to work out the gate.

547
00:27:41,960 --> 00:27:47,120
Like, yeah, like it's OK, like.
Now I was going to, and I think

548
00:27:47,120 --> 00:27:50,320
I'm pretty sure I mentioned that
I'd love to also just talk a

549
00:27:50,320 --> 00:27:53,080
little bit about the theme of
this podcast.

550
00:27:53,080 --> 00:27:55,520
We just talking about mistakes
and talking about how things

551
00:27:55,520 --> 00:27:58,440
could go wrong and mentally
preparing yourself for it.

552
00:27:58,440 --> 00:28:01,200
And in my personal opinion, it
starts with leadership.

553
00:28:01,200 --> 00:28:05,520
It starts with how frazzled a
leader gets when a mistake

554
00:28:05,520 --> 00:28:09,320
happens.
And I'd just love to ask, what's

555
00:28:10,440 --> 00:28:15,560
what's your advice for managers
in terms of how they approach

556
00:28:15,560 --> 00:28:18,320
mistakes and talking about
mistakes with the people who

557
00:28:18,320 --> 00:28:21,480
reporting to them so that people
are not scared to test.

558
00:28:21,480 --> 00:28:23,320
You've just advised that we
should test.

559
00:28:23,480 --> 00:28:25,360
But if you're scared of making
mistakes, you might not do any

560
00:28:25,360 --> 00:28:28,040
testing.
So what's important that leaders

561
00:28:28,040 --> 00:28:29,880
should what?
What are the conversations?

562
00:28:29,880 --> 00:28:32,840
Why these kind of conversations?
Why is leading listening to this

563
00:28:32,840 --> 00:28:36,000
podcast important?
So that people know that, OK, I

564
00:28:36,000 --> 00:28:38,280
can be able mistakes can happen,
but it doesn't mean the end of

565
00:28:38,280 --> 00:28:39,960
the world.
Why is this kind of things

566
00:28:39,960 --> 00:28:41,240
important?
Yeah.

567
00:28:41,240 --> 00:28:45,640
So I think a lot of it comes
down to really well knowing

568
00:28:45,640 --> 00:28:47,520
you're the barometer of the
room, right?

569
00:28:47,520 --> 00:28:51,880
So we can't always control
what's happening, you know, with

570
00:28:53,160 --> 00:28:55,320
external things, the systems,
right?

571
00:28:55,320 --> 00:28:58,680
There's all this stuff.
So like, but how we respond and

572
00:28:58,680 --> 00:29:02,640
how we engage with the teams
makes a huge difference.

573
00:29:02,640 --> 00:29:05,680
And I think there has to be
authenticity in those

574
00:29:05,680 --> 00:29:09,960
conversations as well, right?
Like, and also like the

575
00:29:09,960 --> 00:29:14,080
education around even if a
mistake has happened, OK, let's

576
00:29:14,080 --> 00:29:18,560
look at this together to figure
out what is it actually before

577
00:29:18,560 --> 00:29:21,160
we have that like gut reaction,
like emotional response.

578
00:29:21,480 --> 00:29:25,160
Because sometimes it's like,
it's like, no, that was like on

579
00:29:25,160 --> 00:29:28,360
the, you know, feed side.
That is nothing, right?

580
00:29:28,360 --> 00:29:32,920
Like 9 times out of 10 when any
of my PVC team has called me and

581
00:29:32,920 --> 00:29:36,320
they're like, I can't figure
this out result, like results

582
00:29:36,320 --> 00:29:38,960
are not working.
And I'm like, well, have you

583
00:29:38,960 --> 00:29:40,120
looked at this?
Have you looked at this now?

584
00:29:40,120 --> 00:29:42,440
I guess I'm like, OK, I'm like,
have they made any changes to

585
00:29:42,440 --> 00:29:44,960
their website?
Was there any changes to the

586
00:29:44,960 --> 00:29:47,280
checkout page?
So they just start asking these

587
00:29:47,280 --> 00:29:50,680
questions, right?
And so he was frazzled.

588
00:29:50,920 --> 00:29:53,040
What he called.
He's like, Oh my gosh, what do I

589
00:29:53,040 --> 00:29:55,600
do?
And it's like, no, no, they did

590
00:29:55,600 --> 00:29:59,760
a huge update and did not notify
the PPC team, which is what

591
00:29:59,760 --> 00:30:03,720
happened the entire checkout
process and everything tanked.

592
00:30:04,000 --> 00:30:08,400
And it was like, so even being
that like not always taking that

593
00:30:08,400 --> 00:30:11,400
like, oh, that's exactly like,
let's make sure we investigate

594
00:30:11,400 --> 00:30:13,920
to and like do that in a calm
way to understand where it's

595
00:30:13,920 --> 00:30:17,320
coming from sometimes.
But then also sometimes used to

596
00:30:17,320 --> 00:30:19,880
jump in and just like get to the
solve and then do retrospective

597
00:30:19,880 --> 00:30:23,680
later, you know, like that.
But yeah, it's tough.

598
00:30:23,680 --> 00:30:29,480
I think with with leadership for
me, I try my best to always be

599
00:30:29,480 --> 00:30:32,920
the breath in the room, like to
the best of my ability and also

600
00:30:32,920 --> 00:30:37,240
be just like authentically human
sometimes to say, I know this is

601
00:30:37,240 --> 00:30:41,560
really hard.
Like I was on a call this year

602
00:30:41,560 --> 00:30:43,600
with a product team.
So this is not brand side.

603
00:30:43,600 --> 00:30:49,920
This is product side and they're
working on fixing new stuff that

604
00:30:51,160 --> 00:30:53,360
and nothing's working in my
team.

605
00:30:53,360 --> 00:30:55,040
I mean, we're there for feedback
and help.

606
00:30:55,040 --> 00:30:57,680
And my team's like, no, like
this is all wrong.

607
00:30:58,400 --> 00:31:00,120
And you could just feel the
panic, right?

608
00:31:00,120 --> 00:31:02,520
And I was like, and there was
just like a moment where I

609
00:31:02,520 --> 00:31:04,640
realised I'm like, oh, I'm like,
so I just took a second and I

610
00:31:04,640 --> 00:31:07,480
was like, hey, y'all.
Like I know this is really hard.

611
00:31:07,480 --> 00:31:09,240
Google is like breaking down in
real time.

612
00:31:10,200 --> 00:31:13,600
Like, and so much of this, and I
know you guys are working on

613
00:31:13,600 --> 00:31:15,400
this super hard.
And I just want to acknowledge

614
00:31:15,400 --> 00:31:18,320
that and that we have like the
same goal and it's OK.

615
00:31:18,320 --> 00:31:20,160
And like, you just kind of heard
the whole room go.

616
00:31:21,480 --> 00:31:22,320
Nice.
And then?

617
00:31:22,320 --> 00:31:26,240
People start talking about their
dogs and like, OK, cool.

618
00:31:26,240 --> 00:31:30,000
Like it's yeah, it's not a we're
we're in it together, you know,

619
00:31:30,000 --> 00:31:32,320
so it's like I try to, I try to
bring that breath into the room

620
00:31:32,320 --> 00:31:38,000
and leave space for issues are
going to like, I don't know,

621
00:31:38,000 --> 00:31:40,440
issues are going to happen.
Like I've never whether that's

622
00:31:40,440 --> 00:31:42,440
like the website going down.
Like I was thinking about SMX

623
00:31:42,440 --> 00:31:45,440
advance.
Like I don't know if you

624
00:31:45,440 --> 00:31:48,440
remember this but there was like
an insane amount of websites

625
00:31:48,440 --> 00:31:50,240
that went down all at the same
time and we were like all in the

626
00:31:50,240 --> 00:31:51,640
same room.
Wow.

627
00:31:51,960 --> 00:31:54,640
And I was like sitting and I was
sitting with my friend Ray at

628
00:31:54,640 --> 00:31:57,280
Demandsphere and he's sitting
next to me.

629
00:31:57,280 --> 00:31:59,560
And I'm like, cuz I've known Ray
for years way, way back.

630
00:32:00,120 --> 00:32:02,800
And I'm like taking a break at
this booth and I'm getting

631
00:32:02,800 --> 00:32:04,240
emails.
I'm like, I'm like, man, this

632
00:32:04,240 --> 00:32:05,840
is, I was like, it's the whole
site.

633
00:32:05,840 --> 00:32:08,960
And he goes, no, no, no, this is
bigger than that.

634
00:32:10,000 --> 00:32:12,320
All of these sites are down and
like all this stuff.

635
00:32:12,320 --> 00:32:14,920
And like, if I wouldn't have
been sitting next to Ray, but if

636
00:32:14,920 --> 00:32:18,680
you went to the media channels
as in like traditional, like

637
00:32:18,680 --> 00:32:21,760
even the, the, you know, the
tools and stuff that host this

638
00:32:21,760 --> 00:32:24,320
stuff, they're like, oh, we
didn't see a glitch at all.

639
00:32:24,320 --> 00:32:30,720
And I'm like, I feel like go
down in real time, like I don't

640
00:32:30,800 --> 00:32:32,080
know.
My friend.

641
00:32:32,680 --> 00:32:35,720
Like, I don't know.
Anyway, Oh my God, Well, that's

642
00:32:35,720 --> 00:32:38,240
amazing because I love that
whole, that story of just being

643
00:32:38,560 --> 00:32:41,760
the breath in the room, because
it makes people more productive.

644
00:32:41,760 --> 00:32:44,160
When you end, when you come out
of that state of panic and

645
00:32:44,160 --> 00:32:45,880
someone can just help you calm
down.

646
00:32:45,880 --> 00:32:48,520
You can think of something that
just makes you feel lovely and

647
00:32:48,520 --> 00:32:50,000
calm.
You become more productive.

648
00:32:50,000 --> 00:32:53,400
You start thinking about the
solution and you work a lot, lot

649
00:32:53,400 --> 00:32:56,720
swifter, which I think is
absolutely great.

650
00:32:56,720 --> 00:32:58,600
Amanda, this has been such a
great child.

651
00:32:58,600 --> 00:33:00,960
We're coming, you know, to the
end of it now.

652
00:33:00,960 --> 00:33:02,880
You've given us so many amazing
Nuggets.

653
00:33:02,880 --> 00:33:06,360
I hope people bookmark this and
really pay attention to some of

654
00:33:06,360 --> 00:33:08,920
this great advice that you've
given us to what has happened,

655
00:33:09,160 --> 00:33:11,640
you know, in your past career
and what people should prepare

656
00:33:11,640 --> 00:33:15,240
for for this year.
But yeah, finishing off on a

657
00:33:15,240 --> 00:33:17,960
totally known PPC, just a really
fun question.

658
00:33:18,240 --> 00:33:22,680
If your PPC career, if your
marketing career were a movie,

659
00:33:22,680 --> 00:33:29,360
what would the title be?
Has got an insider?

660
00:33:29,360 --> 00:33:40,240
How your brain works?
Yeah.

661
00:33:40,560 --> 00:33:44,440
It's like.
It can be a movie that you like.

662
00:33:44,800 --> 00:33:48,560
You did yoga?
The Tasmanian devil can walk.

663
00:33:49,160 --> 00:33:51,040
If the Tasmanian devil could do
yoga.

664
00:33:51,440 --> 00:33:52,840
Amazing.
I love that.

665
00:33:52,840 --> 00:33:55,480
You know what?
That is such a very great

666
00:33:55,480 --> 00:33:58,320
depiction because we all know
what the Tasmanian devil is

667
00:33:58,320 --> 00:34:02,040
like.
Oh my God, that's hilarious.

668
00:34:02,080 --> 00:34:05,240
But yeah, they're they're able
to do yoga that brings a bit of

669
00:34:05,240 --> 00:34:08,760
peace into his chaos because
Tasmanian devil is ridiculous.

670
00:34:12,639 --> 00:34:14,679
That's amazing.
Well, thank you so much for

671
00:34:14,679 --> 00:34:17,000
that, Amanda.
That's been such an insightful

672
00:34:17,000 --> 00:34:19,679
chat.
If people want to follow you or

673
00:34:19,679 --> 00:34:22,639
just hear about, you know, the,
the kind of stuff that you you

674
00:34:22,639 --> 00:34:24,840
share.
Where can people find you?

675
00:34:25,840 --> 00:34:28,520
So you know anything marketing
related obviously in clear is a

676
00:34:28,520 --> 00:34:31,920
great place to go and then also
my LinkedIn for direct is, is

677
00:34:31,920 --> 00:34:33,880
perfect.
Amazing.

678
00:34:33,880 --> 00:34:35,480
Awesome.
Thank you so much for that,

679
00:34:35,480 --> 00:34:36,960
Amanda.
That's been such a great chat.

680
00:34:37,280 --> 00:34:40,840
Yeah, yeah, so, so good to catch
up and see you in June.

681
00:34:41,520 --> 00:34:44,679
Yeah, yeah, we'll definitely be
an SMS once in June, which was

682
00:34:44,679 --> 00:34:46,960
my word from Love her.
Sounds good.

683
00:34:48,360 --> 00:34:49,199
Thank you.
Bye.

684
00:34:50,400 --> 00:34:54,880
So thank you, Amanda, for that
very great retelling of that

685
00:34:54,880 --> 00:34:58,720
story your team went through and
also even different little

686
00:34:58,720 --> 00:35:00,600
anecdotes if you guys were
paying attention.

687
00:35:00,840 --> 00:35:04,480
It's not just one story that
Amanda gave us the advice on.

688
00:35:04,480 --> 00:35:07,080
It was several stories that she
baked into that.

689
00:35:07,320 --> 00:35:10,960
And yeah, she is just someone
that brings a bit of a lovely

690
00:35:10,960 --> 00:35:15,160
fresh air and, you know, calm,
which is what is a manager's job

691
00:35:15,160 --> 00:35:17,080
to do when your team is
panicking.

692
00:35:17,080 --> 00:35:21,080
Being the be the person that
calms people down and leads them

693
00:35:21,080 --> 00:35:25,440
towards the the direction of
path of a solution so that you

694
00:35:25,440 --> 00:35:27,000
get out of the situation that
you're in.

695
00:35:27,680 --> 00:35:30,600
So, yeah, for all the
information and the full

696
00:35:30,840 --> 00:35:33,680
transcript and show notes of
that episode, please go to

697
00:35:33,680 --> 00:35:37,320
podcast dot PBC dot live.
You'll get all the details about

698
00:35:37,320 --> 00:35:40,880
that fantastic chat.
Now I don't know where you're

699
00:35:40,880 --> 00:35:42,880
going to be listening to this.
If you're listening to this

700
00:35:42,880 --> 00:35:46,880
before Thursday 5th of February,
5:30 PM.

701
00:35:46,880 --> 00:35:50,960
There's still time for you to
come along with us to join us at

702
00:35:51,000 --> 00:35:56,360
the 19th iteration of PPC live.
Our PPC Live 19 that is

703
00:35:56,360 --> 00:35:59,440
happening about around like
Liverpool Street Station

704
00:35:59,440 --> 00:36:04,600
strategic Q company are are are
hosting us.

705
00:36:04,920 --> 00:36:08,600
They that their offices are
Dragons Den was actually shot

706
00:36:08,600 --> 00:36:11,040
the first season of Dragons Den.
So it's going to be historical

707
00:36:11,040 --> 00:36:12,920
moment.
I've got a new outfit for it.

708
00:36:13,040 --> 00:36:15,400
Of course, me and my red I'll
definitely be there with a

709
00:36:15,400 --> 00:36:20,640
lovely red Asian style outfit.
I am so excited for it.

710
00:36:20,640 --> 00:36:24,400
And yeah.
So if if if you have time to

711
00:36:24,800 --> 00:36:26,480
come and join us, we'd love to
have you.

712
00:36:26,720 --> 00:36:29,040
But if it's too late to
actually, I imagine that it

713
00:36:29,040 --> 00:36:31,720
might be for those who are
listening after the 5th of

714
00:36:31,720 --> 00:36:35,160
February or just you know,
you've made plans, but Thursday

715
00:36:35,160 --> 00:36:38,600
evening already.
I understand put April 29th

716
00:36:38,720 --> 00:36:42,480
we're going to be in Brighton
for our next event for a for PPC

717
00:36:42,480 --> 00:36:45,080
live 20.
We're going to be out in

718
00:36:45,080 --> 00:36:48,000
Brighton just before the day
before Brighton SEO that's

719
00:36:48,040 --> 00:36:50,040
happening from the April thirty
30th.

720
00:36:50,240 --> 00:36:53,200
So yeah, we're going to be
Brighton April 29th and just go

721
00:36:53,200 --> 00:36:56,600
to PPCPPC dot live.
There'll probably be tickets

722
00:36:56,760 --> 00:36:59,240
available regardless.
There'll be a save the date

723
00:36:59,480 --> 00:37:01,800
option for you to do so Yeah,
save that date, put down your

724
00:37:01,800 --> 00:37:04,200
calendar.
If you can't make February 5th,

725
00:37:04,360 --> 00:37:07,360
join us on April 29th and
that'll be fantastic.

726
00:37:08,280 --> 00:37:11,680
So before I leave, I'd love to
also share that, yeah, I do

727
00:37:11,680 --> 00:37:14,360
coaching now.
So if you just need some support

728
00:37:15,120 --> 00:37:17,960
with, you know, your mindset,
you just need support with the

729
00:37:17,960 --> 00:37:21,120
challenges you're facing.
Confidence, want to get speaking

730
00:37:21,120 --> 00:37:23,560
more?
Want to get into speaking, want

731
00:37:23,560 --> 00:37:26,560
to get into, you know, asking
for that promotion, asking for

732
00:37:26,560 --> 00:37:29,000
that pay rise, Want to have the
confidence to do that?

733
00:37:29,280 --> 00:37:33,160
Let me know, reach out to me and
we'll be, I'll be happy to help

734
00:37:33,160 --> 00:37:35,800
you go through that, go through
that journey and know exactly

735
00:37:36,040 --> 00:37:39,760
how to approach that situation,
something I've successfully done

736
00:37:39,960 --> 00:37:42,520
very recently.
So yeah, we'd love to help you

737
00:37:42,520 --> 00:37:44,160
with that.
So go to the marketing and

738
00:37:44,160 --> 00:37:47,960
new.com and you'll be able to
book a free session with me so

739
00:37:47,960 --> 00:37:51,440
that we can discuss.
We can discuss the issues that

740
00:37:51,440 --> 00:37:53,760
you might be facing and how to
get through it.

741
00:37:54,600 --> 00:37:56,760
I hope you've enjoyed the show
and I look forward to bringing

742
00:37:56,760 --> 00:37:58,760
more PPCF Ups and triumphs next
week.

743
00:37:58,960 --> 00:37:59,240
Bye.